NEW YORK: Ketchum has beaten out teams from Edelman and Porter
Novelli to become agency of record for DuPont apparel and textile
sciences. The multimillion-dollar win also represents a change in
strategy for DuPont, which previously used a number of small specialty
agencies.
Annabelle Freeman, Ketchum VP and brand group manager, said both
internal and external audiences will be targeted, including DuPont's
sales force, the mills to which it sells yarn, manufacturers, fashion
designers, and consumers. Targeted publications include apparel and
textile trades, business media, and fashion media.
The account will be run out of New York. Backup will come from the
Atlanta office, which will handle communications to the home fabrics
industry, as well as incubator businesses including military uniforms,
diapers, and shoes to be made with the Lycra DuPont fabric.
